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It is 1972. I had been in conversation
with Frank Magid, a prominent media researcher, about
executing his radio research findings. When I was COO of the
Pacific and Southern radio group, and even before that. I
admired Frank and his research techniques. He told me to get
in touch with Stan Hubbard at KSTP AM in Minneapolis-St.
Paul. He had just completed their music research.
Stan said “Fly up”. Jack Nugent, his general manager, met me
at the airport and we talked radio as he drove me to a
meeting with Stan. As I recall it, I had about an hour to
examine that Magid research and the latest Arbitron. It was
clear that there was a giant programming “hole” for women
25-40. Right up my street!!! I pointed this out to Stan and
Jack, and told them “This is the point of attack”. They
said, “Do it”.
There were a lot of great air personalities out of work;
thus, I was able to hire a superb air staff including
“Machine Gun Kelly” for afternoon drive. The format was
adult oldies (Locomotion by Little Eva) and a handful of
softer currents. I asked for a promotion budget to run a TSL
promotion called “Goldfinger”. (It was an hourly call out
for 100 to 1000 dollars). Jack said, “Money is no problem
with Hubbard Broadcasting so do the promotion”. I had one
jingle cut with NO…zero…call letters that very softly stated
“The Music Station”. Our commercial load was to be no more
than eight spots an hour. I was in programming heaven.
Stan asked me “How are you coming” with the format. I said,
“The ratings will reflect we have a winner”. We did!!! The
first book was awesome. Jack asked, “What do we do for an
encore?” I said, “Keep on doing what we are doing}.
Stan, Jack and I had lunch in the company cafeteria (the
Hubbard TV station was housed with the radio stations, and
employees regularly had lunch in the cafeteria) to discuss
the ratings, future promotions, etc. It was then that I
noticed that Stan moved around and shook a lot of hands. He
obviously was well liked by his employees!!
Stan asked Pat, my wife, and me to fly from Atlanta to
Minneapolis-St. Paul for a ride on his boat. I didn’t know
what to expect. The boat was docked behind his very large,
beautiful (with many acres) mansion. And what a boat!! He
must have had thirty of his friends on the ship for a three
hour lunch cruising the St. Croix river. It was fabulous. At
some point during the weekend he took us to a hockey
practice of one of sons. I thought to myself “No king can
have it any better than this”.
Stan called me in Atlanta early one morning, and asked,
“Will you fly up today to talk about promotional activity”.
I was in his office by 2 PM. The conversation took 10
minutes, and I was back in Atlanta by 9 PM. WOW! This guy
moves quickly.
Stan is a guy I’m glad I met. I’m glad I could help his
station. I really enjoyed the three year association with
the people at Hubbard Broadcasting. It is a class act!!!
I know, because I WAS THERE!!!
Next week: Ads for Music, Inc.
e-mail Kent
kent@kentburkhart.com
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